Embed Size (px)
Citation preview
Engagement Marketing:Winning in the Digital AgeRobin BordoliGM, Consumer MarketingMarketo
October 21st, 2014
Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
You the Marketer
Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Business Marketer vs Consumer Marketer
Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Engage < 1m people vs Engage > 1m people
Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Practitioner vs Leader
Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Acquisition vs Engagement
Page 8© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
80%Of a customer’s journey today is self directed2
2900Marketing messages per day vying for your customer’s attention1
87%Of people demand a meaningful experience with a brand3
Today’s Noisy Digital World has Made it Hard
1. SuperProfile 2. Forrester 3. Edelman Research
So what should a marketer do?
So what should a marketer do?
Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Eat food, mostly plants, not too much
Build long-term personalized
relationships with your customers
Build long-term personalized
relationships with your customers
CampaignX
CampaignX“The future is already here. It’s just not very evenly distributed. ”
- William Gibson
Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Market like Amazon
“Insanity is doing the same thing over and over again and expecting a different result”
Engage Customers:
The Key to Winning is
Engagement Marketing
1. As individuals
2. Based on what they do
3. Continuously over time
4. Wherever they are
5. Always directed towards a goal
6. With measurable impact
7. At the speed of digital
Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
#1 As individuals
Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
When it comes to marketing, nobody wants to get blasted
Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
#2 Based on what they do
Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
#3 Continuously over time
Credit Card Mortgage Rates Life Insurance
Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
#4 Wherever they are
Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
BUYEVALUATELEARNENGAGE
#5 Always directed towards a goal
TRUSTENJOYBUY ADVOCATE
RENEWVALUEUSEOWN
Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
#6 With measurable impact
Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
#7 At the speed of digital
Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
Engage Customers:
The Key to Winning is
Engagement Marketing
1. As individuals
2. Based on what they do
3. Continuously over time
4. Wherever they are
5. Always directed towards a goal
6. With measurable impact
7. At the speed of digital
CUSTOMER
You need modern innovative technology…
… but also your “Trusted Guide”
Marketing First
Lifecycle Nurturing
Intelligent Campaign Workflow
Behavioral Personalization
Coordinated Planning
Coordinated Management
Multi-Touch Attribution
Lifelong & personalized relationships across channels with proven impact at scale
Behavioral Nurturing
Social Share & Sign-on
Multi-channel Personalization
Personalized conversations across channels with proven impact
Basic Marketing Automation
Database Segmentation
Basic Customer Scoring
Continuous conversations across channels
Stra
tegi
c Va
lue
Marketing Maturity
Engagement Marketing Maturity Journey
Email Marketing
Landing Page Creation
Point in time single channel campaign optimation
Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 04/18/2023
50,000 Marketers in the Marketing
Nation
Best Practices
Launchpacks & Marketing Sprints
Marketo Certification
Learning Passports
Unparalleled Thought Leadership
Marketo Institute
Definitive Guides and award winning blog
Marketing Nation Summit
Community
50,000 users
User groups in 32 cities globally
Marketo University
Consultants & Experts
Global coverage
Outstanding Rated by TSIA
Agencies & Preferred Service Partners
Deepest expertise to drive your long-term success
Engage Customers:
The Key to Winning is
Engagement Marketing
1. As individuals
2. Based on what they do
3. Continuously over time
4. Wherever they are
5. Always directed towards a goal
6. With measurable impact
7. At the speed of digital
